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EMARKETER
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Smart Speaker Users, by Brand
Overall
Voice Assistant Users
Smart Speaker Users
Smartphone Voice Assistant Users
Among Adults
Adult Voice Assistant Users
Adult Smart Speaker Users
Adult Smartphone Voice Assistant Users
by Age
Voice Assistant Users, by Age
Voice Assistant User Penetration, by Age
Voice Assistant User Share, by Age
Smart Speaker Users, by Age
Smart Speaker User Penetration, by Age
Smart Speaker User Share, by Age
Smartphone Voice Assistant Users, by Age
Smartphone Voice Assistant User Penetration, by Age
Smartphone Voice Assistant User Share, by Age
by Sex
Voice Assistant Users, by Sex
Smart Speaker Users, by Sex
Smartphone Voice Assistant Users, by Sex
by Generation
Voice Assistant Users, by Generation
Smart Speaker Users, by Generation
Smartphone Voice Assistant Users, by Generation
Companies
Amazon Alexa Users
Apple Siri Users
Google Assistant Users
by Brand
Smart Speaker Users, by Brand
by Activity
Smart Speaker Audio Listeners
Smart Speaker Buyers
Smart Speaker Inquirers
Smart Speaker Shoppers
Smart Speaker Smart-Home Control Users
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Source & Notes
Data Table
Source: EMARKETER Forecast- January 2026 
Note: individuals of any age who use a smart speaker at least once per month; users of each device are not mutually exclusive with speaker users of different brands
Additional Note: A smart speaker is a standalone device which includes a voice assistant, such as Google Home, Amazon Echo, Apple HomePod, or Alexa-enabled Sonos One. Excludes smartphones, desktops/laptops, tablets, wearables, gaming consoles, TV consoles, VR headsets, cars, and smart-home devices.
Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.
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